Americans tightening dine-out dollars

Americans are still going out to eat during the recession, but they are spending less, according to a survey by Norcross, Ga.-based hospitality research firm A Closer Look.

The online survey in November and December 2008 included 1,190 consumers across the country. It revealed 98 percent of consumers eat out or order take-out at least once a week, but 43 percent are spending less than they did compared to a year ago.

Coupon use at restaurants is growing, and offering meal discounts or free items are two of the best ways to attract new customers, A Closer Look said.

Fifty-four percent redeemed both dine-in and take-out coupons recently, and nearly one-third of respondents admitted to using coupons more during the second half of 2008 compared to the first half of the year.

Despite the tough economy, the survey shows consumers are still trying new restaurants. From September to November 2008, nearly three-quarters of respondents said they tried one to three new restaurants. Seventeen percent tried a new restaurant four times or more during that period, averaging more than once a month; and 9 percent admitted they frequented their favorite restaurants instead of venturing out to a new one.

A recommendation from a friend is the primary reason consumers try a new restaurant (36 percent), but the survey showed a coupon or incentive runs a close second (30 percent).

Location is a key factor for 18 percent of respondents, menu selection motivates 11 percent and a reputation for being family-friendly is most important to 5 percent of respondents.